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That ratio won’t give you the apples-to-apples comparison you’re hoping for. Brands that use outside agencies for some of the creative work will have a different ratio, for example. Also, who can say what the ‘right’ ratio is?
Those other roles do more than deliver/PM creative deliverables, so depending on your company’s need for that other work, how much red tape and admin tasks are embedded in your company’s processes,and probably other factors, you may require more MarComm roles than other brands. The right ratio for your company could be 2 creatives to 1 Marcom, or it could be 1 creative to 7 Marcoms.
I’d you’re trying to make a case for more headcount, I recommend that you focus on the volume of output that is needed from the Creative team.
Look at at the total workload and number of creative deliverables that your team is expected to produce each year, how that demand is expected to change over the next year, the number of hours (by role) it takes to produce all those deliverables, and then use that information to determine the optimal team size.
Stick to the business case supporting your needs and you will be more successful getting what you need.
Good advice. Thanks.
I'm still interested for my own industry (or industries) knowledge of what other shops look like.
In-house agency with 1 director, 2 marcom and 6 creatives serving up broadcast and social video, digital ooh and occasional print with minimal outsourcing.
Media/entertainment